3 Costly Google Ads Mistakes That Roofers Overlook

By Jeff Guthrie, owner of Phoenix Roofing Contractors.

Google Ads is a powerful online advertising tool that reaches millions of online users every day.

While this tool can seem like a simple way to generate leads for your roofing company, there are many mistakes that can actually cost your business its marketing budget with fewer leads than you might’ve hoped for. 

Continue reading to learn more about some of the common mistakes that roofers make in their Google Ads, and how to fix these problems to allow your business to maximize the potential of your marketing efforts. 

1. Only Planning One or Two Ads 

If you only schedule one or two ads and reuse these over and over, then you are limiting the performance potential of your ads, and it’s probably costing you money. This is because a single ad will not provide you with quality information on what your ideal audience responds to, and subsequently will be very limited in the results that it provides your business. 

The best way to get your advertising to work for your business is to determine what ads work best. Your roofing company’s advertising should be treated as an experiment. Test at least three different ads on one narrowed audience. Here are some ideas of factors that can be altered for testing purposes: 

• Changing the headlines will determine what catches the attention of the most users 

• Changing the call-to-action will determine which elicits the greatest response 

• Changing the web page that users are sent to when they click on the link will determine which web page generates the most leads

Be careful to only change one of these at a time, so that you are easily able to see what factors improve the performance of your ad. Just like a science experiment, there should only be one variable factor at a time in your “advertising experiment.”

2. Using Keywords That Are Not Optimized

Keywords make a huge difference in how much traffic, and what kind of traffic, get directed to your website. While it can be tempting to save time and effort by putting in every roofing-related keyword to attract as many users as possible, this will attract users that are not interested in your services. Quality of traffic is more important than quantity. So, trying to attract as many users as possible, rather than specific users interested in the services you offer, will not be effective in generating leads for your business, and is a waste of time and marketing money. 

Instead, determine what audience you are looking to attract through your Google Ads. Then, consider researching keywords that are specific to your business and its ideal audience, or hire someone to do so. This will allow your keywords to target users that are actually interested in your products in services. And this will then generate leads and sales for your business. 

If you’re not sure how to begin researching keywords and don’t want to outsource marketing help, consider using a similar strategy to the one listed in the previous section: treat your keywords as an experiment until you find the ones that are most effective in generating relevant and useful traffic to your website. 

3. Sending Users To A Home Page

Once your ad has successfully attracted the right user, they will then click on the link to your website. If you are paying for pay-per-click advertising through Google Ads, it is crucial that those clicks generate leads and sales for your business so that your marketing budget can be a worthwhile investment. However, those clicks might not turn into a lead if users aren’t sent to a helpful page. 

Many roofing companies send users from their ads to their website’s homepage. This may seem like the simplest choice, but there are many problems that this can cause. First, it allows for distractions. When it comes to online browsing, users’ attention spans are short, and any distractions jeopardize your chances of getting a lead. 

In addition, the homepage of your website can cause overall confusion about where the user can get the information that they came for, especially if your home page does not feature a simplified design or easily accessible contact form. They may lose interest, and you may lose a sale. 

Because of these potential problems, it is crucial that you provide users with the information they’re looking for quickly and easily. Instead of the homepage of your website, consider sending users that click on your ad’s link directly to a page where they can contact your business to get an estimate. You may also consider sending users to a relevant GEO specific page like this Chandler, AZ Roofing page by Phoenix Roofing Contractors. This will simplify and improve the user’s experience, which will improve their overall view of your business. You will also get a useful lead that you can follow up on to provide them with your roofing services. 

Avoid Marketing Mistakes and Excel

In today’s digital age, everyone is competing for the attention of internet users. Google Ads can be a powerful tool in generating leads and sales for your business, but it must be used properly to beat out the competition. Investing time into your marketing to correct the mistakes we’ve mentioned in this article will make a huge difference in the quality of traffic and the number of leads your Google Ads produce.

About the author: Jeff Guthrie is the owner of Phoenix Roofing Contractors, a Prowest Roofing Company based in Phoenix, Arizona. Specializing in both residential and commercial projects, the company offers a wide range of roofing solutions to its clients.